Issue TWO of JOSHUA’s Magazine sees a new hue of premium and the introduction to the next generation of brands that stand to be future classics. The new luxury; not elitist or price sensitive but accessible and tangible to a wider audience. This does not make the lifestyle any less aspirational, but serves to introduce the previously scarcely seen to a larger populous.
This fact applies not to price or market value, but rather to our perceived value as to the things and people that actually matter. These things stand out. This issue does not shout, but melodiously introduces our lifestyle to you; some brands familiar, some not but all equally poignant. It's based on the premise that true brand quality, inspiration, ingenuity, and sincerity always shines through, despite the noise of industry and media. This could be relating to heritage brands, or new innovative brands with aspirations to further their enterprise.
The front cover is unassuming and void of title, branding only indicated by our centralized symbol of aspiration – the JOSHUA Tree – making for a clean, minimal aesthetic becoming of any environment. Open the publication to unveil a more conventional front cover, giving insight to the content and inviting you into our aspirational world. This purist's version of JOSHUA's Magazine is only available online.
The TWO SPECIAL EDITION features the same content as the News stand edition.
JOSHUA’s Magazine acknowledges that real life doesn’t consist of seasons or collections, but of chapters – that is how life is lived. Chapters of accomplishments, trials, failures and of course – triumphs. Those that read issue ONE of JOSHUA’s Magazine will notice that it is not partitioned in areas of interest, but disparately moves from feature to feature denoted in Chapters; reflective of the chronology of life. While not sectioned, JOSHUA’s Magazine will cover the same interest areas in each issue albeit to varying extents depending on the “mood” of the issue. Rest assured, your key interests will always be covered.
Regardless of interest or idyllic vocation the real world revolves around businesses and the procurement of money; the dream situation are those that find a way of making businesses doing things they truly enjoy.
Each issue of JOSHUA’s Magazine will celebrate aspirational businesses and take a look at how they went about securing their future and success. Issue TWO’s PURVEYOR, features three businesses hailing from different continents and industries.
We followed Perini Navi as they reaslised their latest addition to their luxury fleet of yachts – a 60 metre ‘Seahawk’. The process, magnificently captured through photograph, and expertly embellished via word, serves as an insight into the otherwise imperviable world of the nautical super rich.
Individuality is a want for men of all means, regardless of price tag. Doing for the watch world what AMG in essence ‘do’ for Mercedes, the Bamford Watch Department are - in many a book - the industry’s finest customiser of luxury watches. Dave Waddell spoke to founder George Bamford about his approach and clarifies BWD’s position in the luxury watch market.
JOSHUA’s Editor in Chief was recently a guest at the Rhoden Estate in Horsens (Denmark) to answer an extraordinary question: what do you get if you combine the grandson of LEGO’s Founder, Coca-Cola’s Marketing Director and an eccentrically talented motorcycle manufacturer?